Producers and specialists gathered on April 9 under the theme “From the Vine to the Experience” to work on marketing and management tools aimed at transforming vineyards and wineries in Jujuy into top tourist destinations.
The event brought together sector leaders and technical teams with the goal of providing wineries with commercial strategies that can turn wine production into a sustainable economic and tourism driver.
“The challenge is that each winery can tell its story and sell an authentic experience,” said SofÃa Van Balen Blanken, director of Tourism for the province, during the opening. She said producers are encouraged not only to focus on wine quality but also on how they welcome visitors, integrating local landscapes and culture into every visit.
During a workshop, participants explored marketing strategies and new trends in promoting wine tourism destinations. Training led by specialists from the Federal Investment Council was designed to professionalize customer service as well as develop circuits allowing tourists to tour high-altitude vineyards, learn about winemaking processes, and taste unique regional flavors in carefully maintained settings.
Organizers say this push for growth is part of coordinated efforts intended to establish Jujuy firmly within Argentina’s national wine routes. With vineyards at challenging altitudes, officials hope each glass will invite visitors to explore more of what the province has to offer. Those interested in these tours can consult current offerings available throughout Jujuy.
